Page 146 - principles of tourism marketing-1 (1)

Introduction to marketing history:

 The five eras of marketing are production, product, selling,

marketing and social or holistic marketing.

The Production Era

One of the earliest strategies now recognized as "marketing"

followed what Kotler calls the production concept: Products

should be inexpensive and available everywhere.

Companies stressed mass production and efficiency – producing

as much as possible at as low a cost as possible – and marketing

efforts were based on securing the widest possible distribution.

Today, companies still use this strategy when trying to expand the

market for a product.

The Product Era

In the product era, marketing was less about establishing cost

leadership and universal distribution and more about relying on

the attributes of the product itself to attract consumers.

Companies built marketing efforts around quality, performance

and innovative product features.

The concepts of the product era remain important in marketing

today, but producers must be aware that a good product by itself

usually isn't enough. It has to be appropriately priced and

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